Audi makes miniscule alteration to corporate logo
Thursday 03 September 2009
This is the new Audi badge - spot the difference if you can. Apparently it's supposed to have a slightly “3D” appearance compared with the old one. But while this latest alteration is rather boring, the basic four-ring emblem itself has an interesting history.
Strictly speaking, Audi was originally represented by only one of the four rings. The others refer to the now defunct pre-war marques – Horch, DKW and Wanderer – that joined with Audi to form Auto Union in 1932. After 1945, the four ring badge was kept but only the Auto Union and DKW brands were used on Auto Union's cars, although these were both retired when the Audi badge was revived in 1965, shortly before Auto Union was taken over by Volkswagen.
Occasionally it has been rumoured that Horch could be brought back to life as a prestige car brand in the way that Maybach was by Mercedes, but this seems unlikely now that Volkswagen owns Bentley and Bugatti. More recently, it as been suggested that Auto Union could be adopted as the umbrella corporate name of the Volkswagen group. If the same “one ring per company” principle were to be adopted as for the original 1932 logo, no less than eight or nine rings would now be required, depending on whether the truck-maker Scania is included and assuming Porsche enters the Volkswagen fold as planned.
Life & Style blogs
Hair loss explained: How and why men go bald
Everyone should watch this boy's reaction to learning he will be a big brother
What do the emojis on Snapchat mean?
Ashley Madison hack: Just three in every 10,000 female accounts on infidelity website are real
A pint of water every day is the key to losing weight, scientists say
Dresden riots: Protesters in Germany attack refugee buses shouting 'foreigners out'
France train shooting: US soldiers speak of the moment they stopped gunman and 'beat him until he was unconscious'
Labour leadership: Jeremy Corbyn accused of 'deluding' young supporters with 'claptrap'
'Women only' train carriages: Jeremy Corbyn unveils radical move to tackle public harassment
Black holes are a passage to another universe, says Stephen Hawking
Iain Duncan Smith calls for urgent ESA overhaul as part of drive to cut down welfare costs
- 1 Hair loss explained: How and why men go bald
- 2 Game of Thrones season 6: Jon Snow theorists believe the Stark may have a twin sister
- 3 Artist takes LSD, draws herself over different stages of the 9-hour trip to show its effects
- 4 A pint of water every day is the key to losing weight, scientists say
- 5 Russia 'accidentally reveals' number of its soldiers killed in eastern Ukraine
£13500 - £23000 per annum: Recruitment Genius: This award winning, Bolton base...
£23000 - £30000 per annum: Recruitment Genius: A Client Account Executive is r...
£7 per hour: Recruitment Genius: Full Time position available now at a growing...
£20000 - £25000 per annum + competitive + incentives + uncapped comms: SThree:...